Brand Analysis and Strategy Through the Lens of Story and Character

“Six months post camp we are in full swing bringing our story to life. We just broke our new ad campaign and the consumer reaction has been great. And, just as important, people in the Wendy's system fully believe we have captured the heart of the brand in a powerful way. I would say the story framework has quickly become organic to all of our conversations and is fueling a very powerful new day for Wendy's. I can't thank you and your team enough.”

— Kurt Kane, Chief Marketing Officer, Wendy’s

“Since Character Camp, Gallo has had its best year. We’re up 10% and we’re outpacing the category. From a creative standpoint it’s been great because we’re all in alignment. Now that we have the articulation of our story, our social media, our partnerships, our
programs, our packaging—it all makes sense.”

— Stephanie Gallo, Vice President Marketing, E&J Gallo Winery

“Character’s Story Framework™ analysis has given us a great bead on where our
opportunities lie. We’ve now got a clear understanding and alignment to start
moving forward, free from the baggage that would otherwise hold us back. This will be a very useful tool for managing our teams.”